When Kim Malone was questioned on how Google plans on taking the “non-intrusive” nature of search ads and contextual ads to the TV ad model, she said, “it’s going to evolve in a way that is less annoying to you and me.” She explains that by “inviting” the user to view your ad, as opposed to forcing them to see the ad, will help.

Malone explains that Google video ads are only played when someone actually takes an action to click on the ad. Google is able to track the number of ad views and if someone stops watching the ad midway through. Those metrics are valuable to advertisers, Malone said. It helps typical brand advertisers understand that they really “don’t want to annoy people.”

Nicholas Carlson of Internetnews.com ends his article with, “It’s hard to say if they want to or not [give the consumer an option to see an ad]. The good news is that they might not have a choice.”